Independent music company CINQ Music Group has announced a strategic partnership with C.R.E.A.M (Creative, Reality, Entertainment, Arts & Music), the artist discovery and development platform founded by Nigerian music icon D’Banj, in a move aimed at creating new global opportunities for emerging African artists. The collaboration brings together one of the world’s leading independent music companies with one of Africa’s largest grassroots talent discovery platforms, reinforcing a shared commitment to artist development across the continent.
As part of the partnership, CINQ Music will work closely with C.R.E.A.M’s flagship Best of The Streets (B.O.T.S.) talent competition, which returns later this year to identify promising creatives from across Africa. From the competition, 10 standout artists will be selected to receive global distribution, marketing support, funding opportunities, and long-term career development through CINQ’s international network.
Beyond artist signings, the collaboration also includes the acquisition of D’Banj’s music catalog into the CINQ Music ecosystem. While the catalog deal is a notable aspect of the agreement, both companies emphasized that the primary objective is to build sustainable pathways for discovering and nurturing Africa’s next generation of stars.
Founded in 2016, C.R.E.A.M has grown into one of Africa’s most influential artist discovery platforms, connecting creators with fans through talent competitions, monetization tools, fan engagement, mentorship, and career development. The platform says it has grown to more than seven million subscribers across Nigeria, helping launch the careers of several emerging artists over the past decade.
Speaking on the partnership, D’Banj described the agreement as an extension of C.R.E.A.M’s founding mission to create opportunities for young African creatives.
“C.R.E.A.M was founded to create opportunities for talented young people and connect African creatives to the audiences, resources, and platforms they need to succeed. Through this partnership with CINQ Music Group, we are expanding that vision by creating a direct pathway for emerging artists to access global development, distribution, and career opportunities.”
CINQ Music also highlighted the broader significance of the collaboration, noting that Africa’s music industry is entering a new phase where long-term investment in talent development and creative infrastructure is becoming just as important as chart success and streaming milestones. The company believes strengthening discovery systems and artist support networks will be key to sustaining the continent’s growing influence on the global music business.
The partnership reflects a wider trend across the music industry, with independent music companies increasingly investing in African talent and infrastructure. Rather than focusing solely on established stars, companies are now building ecosystems that allow emerging artists to develop sustainable careers while maintaining access to global distribution and commercial opportunities.
With C.R.E.A.M’s extensive grassroots reach and CINQ Music’s expertise in distribution, rights management, and artist services, the partnership is expected to provide a significant boost to aspiring musicians across Africa. As the continent continues to produce globally recognized talent, initiatives like this aim to ensure the next generation of artists has the support and infrastructure needed to succeed both at home and on the international stage.
